How many hours a week do I need to spend on social media to get results for my business?

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How many hours a week do I need to spend on social media to get results for my business?

2018 social media and digital marketing tips for alberta business

Before you can work out the amount of time you should invest in social media, first answer ‘why’ you’re using social media for your business:

 No matter the size of your organization, you should know why you’re engaging in social media. Often times companies set up social media sites and that’s as far as they get. Or they’ll set them up and the responsibility go managing it will be passed from department-to-department, employee-to-employee, without a real plan. Which is why it’s important to first thinking about why you want to use social media and how it will support your business goals.

Common Social Media goals for business:

  • communicate with clients, customers & prospects
  • increase brand awareness
  • generate leads
  • increase website traffic
  • build lists
  • learn insights
  • learn customer pain points
  • economical marketing
  • improve SEO
The key is to treat social media like any other communication method and integrate it with your existing marketing communications plan.
Here are steps to take, that will help you plan your time:
  • Know your social media goal(s) & how they support your business goal(s)
  • Integrate social media into existing marketing/communications plans
  • Set benchmarks.
  • Create an editorial calendar & schedule content based on your goals. Make sure your social & engage with your audience. (Follow the 80/20 rule; 80% talk about everything else, 20% sales talk)
  • Once a week spend time analyzing engagement across the social sites you use.  (Which ones garner the most attention and directly impact your goals?)
  • Only participate in actions that will impact your bottom line (just because someone told you to get Instagram doesn’t mean it will help your business.)
  • Make tweaks to your social media program as you learn insights.
  • Test.

Here’s what I do each month:

  • Once a month I block off time to curate content for the following month. This content is a mixture of information, humour, photos & videos. (I also make sure to share content from websites & blogs.) In one way or another, this content will relate back to my business goal(s). (min 2 hours)
  • Four times per month I write blogs; from beginning to end it takes approximately 120 minutes per blog. (min eight hours)
  • I use Hootsuite/Buffer/SocialChamp to schedule these pieces of content. (min 2 hours)
  • Each day I set aside time to purposely log onto certain sites and engage. (min 1 hour)
  • I make sure to stay current on things that are happening; I watch the news to see if there is anything relevant to share. I google search my area of interest and decide if there’s anything I should share that day. (min 1 hour)
  • Once a week I set aside time to review social sites & compare with my goals. This means looking at insights to see what people were most interested in. (min 2 hours)

The above is based on very active social and digital presence. The time it takes to participate in social has to come from somewhere, but the reality is that most business people don’t have the time to be social 24/7 – having a goal and a plan will help you be efficient and effective online. Goals can be as simple as “increase traffic to my website” to “increase online leads.”

Accept This Challenge:

For one week, track everything you do online. That means posting to Facebook, LinkedIn, Twitter or uploading snaps to Snapchat. Track how often you’re responding to comments or even just scrolling through news feeds. Now go back to your marketing and communications plan. When you look at the time you spend doing all of the above, how much of it supports your business or organization goals? When you’re serious about truly looking at the ROI of social media you may find out that you’re spending a heck of a lot of time on social, without any real headway.

ProTip: Use tools like HootSuite, Buffer and native scheduling tools within the sites. This will help save time and increase efficiency. Turn notifications on on your mobile so you can keep up with conversations happening on your social channels, but don’t get sucked in to spending hours a day monitoring!

Questions? 

Related Blogs:
How to write a social media guideline that your employees will understand
Social Media Training For Employees
Human Resources: addressing negative social media posts online
How To Use Social Media During Real Crisis Situations

Not sure where to start? Get in touch! 🙂

 

Kat Macaulay, BA ADdPR BnC
Kat Macaulay, BA ADdPR BnC
Kat Macaulay is a Marketing Strategist, Writer + Speaker known for her no-nonsense approach to pretty much everything. Using data and insights, she helps organizations market more effectively to get results that matter. She's also a high-scoring instructor at Mount Royal University, where she teaches Social Media Analytics and Google Analytics + Marketing Measurement. She holds certifications from Google, as well as Facebook and is currently working toward a specialization in Marketing Analytics and a certificate in Data Science from IBM. When she’s not busy juggling kids, volunteering + work, she’s busy planning her retirement to Cape Breton.